Bottoms Up: How Digital Qual Helped Pampers® Re-Evaluate Diaper Sizing

The challenge

Pampers® is Procter & Gamble’s largest brand and the world leader in disposable diapers. According to P&G’s previous technical and design data, Pampers offered an acceptable range of sizes to meet the needs of growing babies. However, sales data indicated that P&G was actually losing volume and market share as parents made purchasing decisions for babies and toddlers transitioning between diaper sizes. As such, the challenge faced by P&G was to understand parental decision-making and shopping experiences at the moment their children transitioned to new diaper sizes. P&G’s Baby Care Department turned to FocusVision Revelation to get to the “bottom” of the problem.

The solution

In order to solve the diaper sizing conundrum, P&G Senior Scientist and Principal researcher Andrew Sauer designed a longitudinal digital qualitative study that enabled research and product teams to engage with geographically diverse consumers. The study took place daily, over a three month period and captured key moments in diaper size transitions. The study consisted of a range of research activities including diaries, weekly assignments, retail adventures and product placements. Parent respondents participated via FocusVision Revelation, using desktop computers and mobile phones. They primarily engaged directly with researchers throughout the study, however, many activities included online group discussions with other parents. In addition to the FocusVision Revelation portion of the study, P&G brought in babies with similar size and shape characteristics as the participants’ children to compare diaper fit at different developmental stages. P&G then evaluated data insights from the parent sample, live tests, and existing fit information.

The results

FocusVision Revelation’s unique capabilities of capturing in-the-moment decisions and interactions were key benefits for P&G, as the company was able to utilize the most timely, accurate and meaningful data, and increase participant engagement at the same time. The combination of data sources helped P&G identify two main issues parents experienced when switching diaper sizes: 1) if Pampers’ diaper sizing was incorrect, parents would either go back to the smaller size or switch brands, or 2) they would adapt to the larger Pampers size and settle for the poor fit. Using this data, P&G adjusted Pampers’ diaper sizing and re-designed packaging to improve shelf visibility. These changes produced positive brand impact and led to re-vamped planning and evaluation related to product creation, testing, and communication. Babies and toddlers around the world rejoiced.

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